Create better conversion at checkout?
-
I'm getting extremely poor conversion rates at checkout..would like to hear some ideas to increase checkout.
Last month we had 60 users who added to cart, and only 7 who converted. We offer merchant CC, PayPal, and GCO, so I don't believe payment options is the reason for the exit. Any ideas?
-
Can you look at your analytics and see if there's one particular browser that is or is not converting? Maybe IE is throwing some type of security error, and the devs only tested in Firefox and Chrome and don't see that error?
-
In order to get specific : can you provide the live link ?
-
If you have funnels for the checkout process I would analyse if the conversion rate has dropped historically and if so, if it then relates to a drop of visitor traffic.
Just because a user adds an item to the cart is not necessarily a very strong purchase intent. Depending on the vertical conversions might just be okay if in the range of 3-5%. Reading through whitepapers, cart-abandonment seems to average at around 60%.
The funnel analysis would be your first starting point (in conjunction with a visitor analysis - i.e. newly registered users vs repeat buyers).
I would improve conversion through some call to action:
- Display a "only xx left" or "save XX %".
- It sounds your cart is saved - in which case you can send follow-up emails with a strong call to action - similar as above or offer a coupon/discount if checkout is done with 24 hours
-
William, considering your answers, here's what I suggest. Find a few of your friends, family etc and ask them to place a test order on your website. Have them choose a random product and then complete checkout either by using your credit card or a test credit card and cancel those orders, do not process them.
Just quietly watch them while they place an order. Don't guide them. See if they encounter any issues. Sometimes we don't see the issues that customers might be seeing them.
This exercise can't hurt right?
-
- Are you asking for sensitive information?
Just general billing and shipping address. And CC if not using PP and GCO.
- Are you asking for a LOT of information?
Nope just information labeled above. MAYBE...don't even need to register for an account.
- Anything on that page that might cause trust issues
Nothing just the cart and the 3 steps at the top, checkout and single page checkout and receipt.
- Is it clear (REALLY clear) what they are meant to do next?
Yes, fill in billing and select payment and 'place order'
- What doubts might come in to their mind at that point?
Not too sure, but it is not cheaply priced items. All items are $100 and up.
- Where they intending to checkout, or just doing that to see final price?
The price is already listed when customer views the product listing.
-
Some things to consider:
How is the page loading? Does it take awhile? Have there been any other bugs on that end? Try testing out the check-out process to make sure.
Are the 60 users unique users? Or is it a smaller number who see the cart page frequently due to extended length of shopping?
Do they return to the cart a day or so later to complete the purchase?
-
How deeply are you analysing your checkout path? That is a very low conversion rate, so I'd imagine that there is a specific issue causing problems.
As Nakul suggests; anything around shipping (or other "surprise" charges like taxes) can be a killer. Look at the step(s) that users are bailing and think about what new information comes to light at that point. Also consider the interaction you are asking them to make at that point:
- Are you asking for sensitive information?
- Are you asking for a LOT of information?
- Anything on that page that might cause trust issues
- Is it clear (REALLY clear) what they are meant to do next?
- What doubts might come in to their mind at that point?
- Where they intending to checkout, or just doing that to see final price?
I've never seen much result from trust logos. In fact using images of padlocks together with reassuring messages can sometimes be more effective than expensive trust badges. However the idea should be to find potential issues and eliminate them.
-
Free shipping on every item, trusted seals and payments accepted on footer and sidebar.
In terms of prices, it varies and I'm assuming if they add to cart, they would also be willing to pay that price.
-
Does your competition offer Free Shipping ? Are people looking for Free Shipping ?
Trusted Seals / Logos during Checkout Funnel ?Look at Competition in your niche and see what's different in terms of prices, user experience, security issues and so on.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Requiring customer agree to shipping terms at checkout
I work for an ecommerce company that has many of its shipments go by LTL freight. Our customer service team has issues with a few customers per month that aren't equipped to receive freight shipments which leads to returns and other issues. In an effort to better inform our customers, the customer service team is requesting that we add a checkbox to the checkout that requires customers to agree to our shipping and returns policy, including a link to the policy page. I am wondering how concerned people here would be that requiring the customer to check a box agreeing to those terms would lead to more customers abandoning during the checkout process. Or do you think it's not a concern? Thanks for your thoughts.
Conversion Rate Optimization | | Kyle_M0 -
Landing page experts, for lead gen conversion
If I am wanting to hire a conversion expert, especially for PPC landing pages in the insurance space. Do you think that the expert should be specific to the insurance space or just to landing pages to get the maximize conversion optimization?
Conversion Rate Optimization | | jdcline0 -
Is it possible to set a Goal conversion tracking from a subdomain to a root domain?
Hi Mozzers, Here is an issue I am going through: I have a root domain(www.example.com) that is the core website where you are able to schedule a service I have a subdomain (sub.example.om) that is part of content strategy offering free tips and follows a different branding strategy. There are internal links from sub to root domain I have a GA subdomain tracking code installed on every page for both domains I would love to set goal tracking on GA for visitors coming to my subdomain, then going to root domain and then schedule a sevices? Is this possible? If it is, can someone show me a How To because I tried it anddidn't work? Thanks mozzers!
Conversion Rate Optimization | | Ideas-Money-Art0 -
Conversion Report in Adwords
I would like to create a report that shows Campaign-Ad Group-Ad-Keyword but only for items that have conversions. Anyone know a way to do this? Thanks
Conversion Rate Optimization | | EcommerceSite0 -
How to make use of those traffics on non-conversion page?
I am working on a website which sells eBooks softwares, most of posts on the site are teaching people how to solve eBook-reading problems and will lead visitors to download and try the software. But some posts are not related to the software, we just write it for traffic, for example: link-bait post such as top xxx romantic eBooks, free eBooks tools review, etc. These posts have got a pretty considerable traffic, but visitors just come here, read, like/share/comment, then leave. Is there any way I can make use of these pages to convert? Thanks
Conversion Rate Optimization | | JonnyGreenwood0 -
Does adding a well scripted and produced video help significantly in conversions from visits to my divorce lawyer website to calls for my services?
Should the addition of well scripted and produced video to my divorce lawyer website increase my conversions and, if so, to what extent?
Conversion Rate Optimization | | hildebrandlaw0 -
Conversion Rate - site feedback
Hi We gave a website a bit of a facelift last nov with the aim of increasing its position within Search Engines and getting it to begin making sales. The site: www.funkyfootstools.com is now moving in the right direction for its keyphrases, footstools and ottomans although it still needs some work. The issue I have is that from the visitors that come to the site, the stats prove they have a look around, they are just not purchasing - I am not sure if this is because of the layout, ie. usability or if there is something else. Any ideas & feedback would be greatly appreciated. Thanks Carl
Conversion Rate Optimization | | keane-1145170 -
How to track PPC conversions?
I use both adwords and Microsoft Adcenter. I am looking to be able to track my conversions from each PPC site. I do not have a "Thank You" or "Check Out" page that I can tag because any sales that I make are through clicks on a link that goes offsite to an affiliate company that I receive commission from. However, the link on my site is a "Buy Now" button, so to get some idea of which source is giving me better conversions I'd like to know whether adcenter or adwords is sending more people that end up clicking this link. Canb anyone suggest a way or a program to set up in this manner? Thanks in advance for your help!
Conversion Rate Optimization | | VictorVC0